New! Ringba now reroutes calls to your RTB pass through campaigns if the winning Target does not connect. See the How does Reroute Work in RTB Pass Through Campaigns section below.

RTB Pass Through is a powerful feature that lets you ping Ring Trees and Static Targets in your routing plan during the Real Time Bidding (RTB) ping to get information like target acceptance and revenue. This lets you set a margin between the potential Publisher payout and the Target revenue. You will also be able to reject the Publisher request if your Ring Tree Targets (or Static Targets) are not available or do not return a bid.

Note: Please contact your Account Manager to activate RTB Pass Through for your Ringba account.

Note: Currently RTB pass through does not support Webhook conversions.

Set Up Default RTB Pass Through Settings for Campaigns

You must enable RTB Pass Through for each campaign where you want to use it. To do this, open your campaign, click the Real Time Bidding tab, and navigate to the Pass Through Settings section. From here you can set the default campaign settings for RTB Pass Through.

Once you toggle on the Enabled switch, the following fields appear:

• Max Bid (required): Maximum bid amount regardless of any adjustments.
• Allow Bids at Loss: Toggle on this switch to make it possible to lose money on a bid. Do not enable this feature unless you specifically want a loss as a potential outcome.
• Bid Margin Type: Choose Percentage to enter a percent in the following two fields. Choose Amount to enter a flat dollar amount in the following two fields.
• Bid Margin: The margin percentage or dollar amount reserved for you between buyer and seller.
• Min Bid Margin After Adjustments: The minimum margin percentage or dollar amount that is reserved for you between buyer and seller after applying bid modifiers. If the first Target does not answer the call, Ringba also uses this information to determine whether the target is eligible for receive the rerouted call.
• Min Call Duration for Payout: Select how the minimum call length for a bid to be paid out is calculated. There are three options:

  • Use target duration: The default value for RTB Pass Through. If you select this value, the duration matches the duration received from the winning target.

  • Override target duration: If you select this value, the bid duration is always a set value. A new field, Min Duration Override, appears where you enter the set value.

  • Adjust from target duration: If you select this value, the duration from the target is increase by a set value. A new field, Duration Adjustment, appears where you enter the increase. You can enter only positive numbers in this field to increase the duration; you cannot decrease the duration. Example: If the target/Ring tree target converts in 30 seconds and you select 3 seconds for the Duration Adjustment, the payout will only be credited for calls that last at least 33 seconds.

How does Reroute work in RTB Pass Through Campaigns?

The Reroute process happens when a call is sent by the publisher after a bidding process, but the winning target does not pick up the call. Reroute chooses the next eligible target so the call is not lost.

However, at this point in the process, you can't change the bid you sent to the publisher. Ringba calculated the bid based on the revenue and conversion criteria settings of the first eligible target and sent that bid to the publisher. The target you reroute to might have different revenue and conversion criteria settings, which could result in a call that doesn't make money for you.

You can customize your settings to maximize your profit on rerouted calls. The following settings control rerouted calls:

• Min Bid Margin After Adjustments: Ringba calculates the profit you will earn on the call if the target converts and compares that bid you already sent to the publisher. If the difference is greater than or equal to the value in this field, the target is eligible to receive the rerouted call.
  
  
  
• Min Call Duration for Payout: Revenue Recovery also considers the Min Call Duration for Payout setting to reroute a call. The system checks whether the next available target has a duration equal to or less than the original target, or if the next target has an event that converts before the event sent to the publisher to generate payout. Therefore the Min Call Duration for Payout setting is another factor, in addition to the Min Bid Margin after Adjustment setting that the system considers when determining whether the next target is eligible to receive the rerouted call.
  

  Example
  The bid amount is set up in the Pass Through Settings to reserve $10 for you. The Min Bid Margin After Adjustments value is $5 and Min Call Duration for Payout field is set to Use Target Duration.

  • Target A: Priority 1 generates revenue of $100 in 60 secs call length from connection

  • Target B: Priority 2 generates revenue of $94 in Call Successfully Connected

  • Target C: Priority 3 generates revenue of $95 in 120 secs call length from connection

  • Target D: Priority 4 generates revenue of $98 in 30 secs call length from connection

  The bid you sent to the publisher will be the revenue amount from Target A minus the $10 reserved for you: $100 - $10 = $90. However, Target A does not answer the call. To prevent losing the call, the system checks whether Target B, C, or D meet criteria to be rerouted to.

  Since Min Bid Margin After Adjustment is set to $5, the minimum target bid accepted would be $95 and since Min Call Duration for Payout is set to Use Target Duration, the maximum event and duration accepted would be the Targets A conversion criteria: 60 seconds call length from connection. For that reason:

  • Target B will be ineligible with a bid of only $94 (< $95)

  • Target C will be ineligible with a duration of 120 secs (> 60secs)

  • Target D will be eligible to be routed to with a bid of $98 (> $95) bid and 30 secs (< 60secs) call length from connection.
    
    

• Allow Bid at Loss: If you enable Allow Bids at Loss, the reroute function won't filter out any targets; all those that have a valid bid become eligible to reroute.

Override Default Pass Through Settings for Publishers

If you want to override the settings per publisher, you can go the Publishers section on the Campaign Settings tab on your campaign and choose the publisher for which you want to modify the pass through settings. The fields are the same under the publisher RTB override settings as the settings described earlier in this article.

Note: The Min Call Duration for Payout setting cannot be modified at the publisher level and any attempt to do so will result in it reverting to the Campaign level setting.

Use Cases

Margin needed but with a maximum bid amount for publishers

In this use case, the account owner has both Ring Tree Targets and Static Targets. They always want to have a margin of 20% of all bids and bid the remaining value to the publisher but the bid amount can't go over a certain threshold. For this example, the max bid is set to $40. If the buyer were to bid $100 for a call, the publisher bid will be $40.

Static bids with no margin needed

In this use case, the account owner wants to have static bids for all RTB bids with no margin needed, however Pass Through is still needed to check against a RTT response. For this example, we will use $35 as the max bid amount and create a Bid Modifier with the option to always override by the value you want.

Note: It is important to set both field and bid modifier to configure this use case.